September 13th, 2011
With launches in Peru and Colombia Metro International will be present in seven Latin American countries in 2011. Total circulation will rise to more than one million copies per day.
When Metro started in the area more than ten years ago, the situation look totally different. Metro Argentina (Publimetro) had to close down after one year while circulation in Chile dropped from 120,000 to less than 90,000 in 2005.
In 2006, however, the Latin American strategy changed with a launch in Mexico (first a minority share, 64% ownership since 2010) while Brazil (also minority share) following in 2007. In both countries the number of editions and circulation increased substantially over the years. (click for larger version)
In 2009 an Ecuador edition (51% ownership) was launched while Guatemala (25%), Peru and Colombia followed this year. In Columbia Metro faces competition from ADN (by El Tiempo).
In terms of circulation, Latin America is still small compared to other areas. In Northern America Metro distributes 1.4 million copies, in Europe 4.7 million copies and in Asia (2 markets) also more than 1 million copies.